Competition in Higher Education Branding and Marketing
National and Global Perspectives
Editors: Papadimitriou, Antigoni (Ed.)
Free Preview- Explores the conceptual and practical intersections of market and customer orientation, global competition, and university branding and marketingPresents methodological approaches—from content analysis to semiotic and visual methods to critical discourse analysis—for exploring marketization, branding, and competition in higher education
- Presents challenges and opportunities of branding and marketing higher education in various higher education systems
Buy this book
- About this book
-
This volume provides a critical examination of branding and marketing in higher education from national, regional, and global perspectives. Contributors with expertise in higher education, sociology, comparative and international education, marketing, rankings, and educational philanthropy use novel theoretical frameworks and cases from Africa, Asia, Europe, Latin America, and the US to map the brandscape of higher education. Empirical cases and literature analysis show that brand building is becoming a deliberate goal for higher education. This book illustrates student-institution dynamics, as well as the critical role of policy and professionalization to support branding and marketing strategies in higher education in relation to equity.
- About the authors
-
Antigoni Papadimitriou is Assistant Professor of Leadership in the Division of Public Safety Leadership at the School of Education, Johns Hopkins University, USA. Her current research focuses on higher education branding and marketing as well as in leadership, innovation, and community development.
- Reviews
-
“This book offers important insights in various aspects of branding and marketing activities of higher education institutions across a rich variety of national settings.” (Jeroen Huisman, Professor of Higher Education, Centre for Higher Education Governance, Ghent University, Belgium)“Papadimitriou and her colleagues offer a rich set of perspectives and cases that advance our knowledge and understandings of the branding and marketing phenomena.” (Bjørn Stensaker, Professor in the Department of Education, University of Oslo, Norway)
“The diverse perspectives provided in this book effectively highlight different substantive and comparative approaches to higher education branding and marketing.” (Christopher C. Morphew, Professor and Dean, School of Education, Johns Hopkins University, USA)
- Table of contents (12 chapters)
-
-
Introduction: Mapping the Global Brandscape of Higher Education
Pages 1-12
-
Pathways from Academe to Industry: An Empirical Analysis of Academic Marketing to Prospective Students
Pages 13-36
-
Marketing Context and Branding Content of Private Universities in Chile and Mexico
Pages 37-62
-
Brand Communication in Flemish Higher Education: A Comparison Between Types of Institutions
Pages 63-79
-
Using a Mixed Methods Approach to Examine the (Re)Imaging of Higher Education Institutions in the Western Balkans
Pages 81-105
-
Table of contents (12 chapters)
- Download Sample pages 2 PDF (264.4 KB)
- Download Table of contents PDF (107.8 KB)
Recommended for you
Bibliographic Information
- Bibliographic Information
-
- Book Title
- Competition in Higher Education Branding and Marketing
- Book Subtitle
- National and Global Perspectives
- Editors
-
- Antigoni Papadimitriou
- Copyright
- 2018
- Publisher
- Palgrave Macmillan
- Copyright Holder
- The Editor(s) (if applicable) and The Author(s)
- eBook ISBN
- 978-3-319-58527-7
- DOI
- 10.1007/978-3-319-58527-7
- Hardcover ISBN
- 978-3-319-58526-0
- Softcover ISBN
- 978-3-319-86422-8
- Edition Number
- 1
- Number of Pages
- XVII, 254
- Number of Illustrations
- 3 b/w illustrations
- Topics
